The diffusion of destination-related information has been well recognized as a strategic tool of tourism marketing. Destination marketers use several information channels to gain mileage in creating awareness, enhancing interest, increasing desire and initiating prompt action amongst the targeted tourists to come and enjoy the resources. So, in the context of destination marketing, the use of information source is of strategic importance (Stabler, 1988; Chon, 1990; Echtner and Ritchie, 1991; Chacko, 1997; Chen and Uysal, 2002; Gallarza et al., 2002; and Sarma, 2003). A number of information sources are trusted by the tourists while forming an image of the destination (Reynolds, 1965; Gunn, 1988; and Fodness and Murray, 1997). However, the level of trust reposed on a particular channel for necessary information might be guided by some characteristics innate to the tourists. Researches show that tourists from divergent backgrounds use different sources of information in evaluating the destinations’ image (Sung et al., 2001; Fodness and Murray, 1997; Klenosky and Gitelson, 1998; and Gallarza et al., 2002).

Some researchers have also suggested that the process of gathering information starts with visitors’ internal knowledge (Fodness and Murray, 1997; Vogt and Fesenmaier, 1998; and Gursoy and Umbreit, 2004). It is also recognized that cultural background bears influence on the use of information channel (Gursoy and Umbreit, 2004). Moreover, demographic characteristics and referrals play a significant role in shaping the use of a particular contour of information source (Vogt and Fesenmaier, 1998; Smith and Gregory, 2000; and Sarma, 2004). Studies also report that the state of destination image does not remain consistent over a longer period of time (Gartner, 1986; Gartner and Hunt, 1987; Chon, 1991; Echtner and Ritchie, 1991; and Gartner, 1993). Similarly, the effectiveness of information sources in communicating destination-related message also changes over the period (Sung et al., 2001). The degree of use may directly or indirectly show the extent to which an information channel is trusted by prospective tourists. Research can be extended to measure the changes, if any, in the degree of use of information channel over time; to measure the relationships between degree of use of information channel and extent of tourists’ expenditures and also to see whether specific tourists profile can be delineated on the basis of age, education, occupation and frequency of travel for degree of use of information channel. This paper tries to address these issues.

Marketing Management Journal, Destination, Information, Sources, A Spatial Study Across, Time, Expenditure.